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This Morning hosts Alison Hammond and Dermot O'Leary had to halt the show to apologise on Josie Gibson's behalf on Friday's show.
Looking back at a package from Thursday's episode, the hosts showed a clip of former Big Brother star Josie, 38, who was seen turning the air blue as she screamed out while on a rollercoaster.
Speaking to the camera, Dermot, 50, said: "We're apologising for any offence caused."
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While Alison, 48, then made the point that he hadn't actually noticed the moment themselves, so she joked they were "apologising for apologising for not seeing the moment itself" that may have caused offence.
Josie accidentally let slip the expletive while filming a segment at the UK's oldest theme park.
Blackgang Chine amusement park in the Isle of Wight plays host the terrifying Extinction rollercoaster, in-keeping with the park's dinosaur theme.
Always game for a laugh, Josie hopped on the ride and was tasked with naming as many dinosaurs as she could by hosts Alison and Dermot, while being hoisted into the air.
But in a state of panic, Josie accidentally swore, shouting to the camera: "Oh my goodness I'm going to be sick! Stop the ride! F****** hell."
Suddenly realising her swearing mishap, Josie covered her mouth in shock.
Despite swearing before the watershed, the majority of viewers at home appeared to find the moment hilarious.
Some viewers even tweeted that Josie deserved her own show following the awkward moment.
One social networker said: "New show with Craig Doyle and Josie Gibson."
While another continued: "Did Josie just drop the f word haha love it #thismorning."
A third added: "Poor Josie, she's been subjected to some crazy s*** on this morning, she deserves to be a permanent sofa presenter #ThisMorning."
And a fourth said: "I think Josie Gibson just said “f****** hell” whilst riding Extinction live on #ThisMorning. Don’t blame her, looked terrifying!"
After the terrifying ride, Josie remarked: "This has been the worst one yet. When you go off, you feel like you’re flying off the edge of a cliff. It really did my stomach in."
This Morning airs weekdays at 10am on ITV
- Big Brother
- This Morning
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